Youngsters' Sustainable Food Choices in the Supermarket

As climate change is gaining recognition and its impacts manifest, the role of the individual is increasingly being investigated. More specifically, the impact consumption has on both the environment and actors throughout the food chain is crucial in this role. Considering the small share sustainable consumption currently has in overall shopping, bridging the gap between unsustainable and sustainable choices will be paramount in addressing the increasing threat climate change and unjust development pose to our society. The attitude–behavior gap is a phenomenon further complicating the issue. It points out that although a person may have an understanding and desire to act upon knowledge that certain products are more sustainable than others, he does not actually act upon that knowledge when shopping. The limited research regarding the attitude–behavior gap, especially for young people, hinders retailers from creating a shopping environment that encourages sustainable shopping. To address this problem, the authors aimed at understanding consumption behavior in a supermarket environment, with special focus on food choices by students. More specifically, we addressed the following question: "How can we overcome the attitude–behavior gap for pro-sustainable attitudes in supermarkets?" Our survey-based research amongst 248 students could provide insights for effective interventions – such as education, social programming or in-store modifications – to ensure more sustainable mindsets while grocery shopping. We found that students are not consistently making sustainable choices, despite most having a general understanding of sustainability. Women tend to choose sustainable food more often than men, even though price and quality also had a substantial influ ence, together with health. We also found that students may consider or even believe in the importance of sustainability and being eco-conscious consumers without actually taking the necessary steps, showing an attitude–behavior gap. Enacting widespread sustainable development will require many small-scale paradigm shifts, such as a local supermarket incorporating more local and seasonal products or fighting food waste. However, climate change mitigation and environmental justice can only be realized by a widespread cooperation of these initiatives.